Consume Product

it's referring to the fact that whenever you say those words people fail to conceptualize them as real-world descriptors and only think of them as the words used in video games to describe loot.

i.e. people cannot differentiate between any work, art, or person that is merely common vs that which is a rarity, because they've been blasted both with mass-produced garbage and propaganda that the notion of seeing quality is evil bigotry (in the sense that it would require you to admit that some people are better and worse at some things, and thus unequal)